Did you know that Americans spent a staggering $9.8 billion on Black Friday in 2023, with each demographic group showing remarkably different shopping patterns? If you're wondering what Gen Z, Millennials, Gen X, Baby Boomers, and families actually buy during the biggest shopping event of the year, you're in the right place.
Understanding these Black Friday shopping trends isn't just fascinating—it's your secret weapon for maximizing savings and avoiding the crowds. Whether you're a tech-savvy Gen Z shopper hunting for the latest gadgets or a millennial parent strategizing family purchases, knowing what different groups prioritize can help you time your shopping perfectly and compete for the best deals.
At PatPat, we've analyzed millions of shopping data points to bring you this comprehensive guide to Black Friday demographics and their unique purchasing behaviors. You'll discover not just what people buy, but when they shop, how much they spend, and the strategies that work best for each group.
Quick Overview: Top 3 Black Friday Purchases by Generation
| Generation | Top 3 Most Purchased Items | Average Spend |
|---|---|---|
| Gen Z (18–27) | Gaming consoles, Wireless earbuds, Streetwear | $325 |
| Millennials (28–43) | Kitchen appliances, Smart home devices, Fitness equipment | $430 |
| Gen X (44–59) | Large appliances, Premium TVs, Laptops | $385 |
| Baby Boomers (60+) | Mattresses, Kitchen appliances, Travel packages | $290 |
Ready to dive deep into the fascinating world of Black Friday consumer behavior? Let's explore exactly what drives each generation's purchasing decisions and how you can use these insights to your advantage.
Black Friday Shopping Demographics Overview: Who's Buying What in 2024
Breaking Down the $9.8 Billion Shopping Phenomenon
The Black Friday shopping landscape has transformed dramatically, with consumer spending patterns revealing fascinating insights about how different demographics approach this retail extravaganza. According to the National Retail Federation, Black Friday 2023 saw 76.2 million shoppers flood both online and physical stores, generating unprecedented sales figures that continue to climb year over year.
Key Statistics:
- Online sales grew 7.5% to reach $9.8 billion.
- Mobile shopping accounted for 54% of all online Black Friday traffic.
- Average transaction value increased to $321.14.
- Gen Z showed 18% year-over-year growth in participation.
What's particularly striking about these Black Friday statistics is the stark generational divide in shopping preferences. While Baby Boomers still prefer in-store shopping (62% shop in person), Gen Z has gone almost entirely digital, with 89% making their Black Friday purchases online. This shift in Black Friday shopping by age reflects broader changes in consumer behavior patterns and technology adoption.
How Different Generations Approach Black Friday Deals
Your generation doesn't just influence what you buy—it determines how you shop. Understanding these Black Friday demographics can help you anticipate crowd patterns and optimize your shopping strategy. Research from the Pew Research Center provides valuable insights into how different age groups approach technology and shopping.
Gen Z shoppers start their Black Friday journey on social media, with 67% discovering deals through TikTok and Instagram. They begin researching products three weeks before Black Friday, creating wish lists on multiple apps and comparing prices across platforms. Their peak shopping time? Between midnight and 3 AM EST, when they're hunting for online doorbusters from their smartphones.
Millennials take a hybrid approach, combining extensive online research with strategic in-store visits. They're the most likely to use price-tracking apps and browser extensions, with 78% employing at least three different tools to ensure they're getting the best deals. Millennial Black Friday purchases typically happen in two waves: early morning online shopping followed by afternoon in-store visits for items requiring physical inspection.
Gen X shoppers demonstrate the most methodical approach, often maintaining spreadsheets of target items and historical prices. They prefer shopping on desktop computers (71%) and are most active between 6 AM and 10 AM. This generation also shows the highest loyalty to specific retailers, with 82% shopping at the same five stores each Black Friday.
Baby Boomers maintain traditional shopping patterns, arriving at physical stores before opening and preferring to complete all purchases in a single day. They're the demographic most likely to read printed circulars and plan their route through multiple stores, averaging 4.2 store visits on Black Friday.
Gen Z's Top 5 Tech Purchases:
- Gaming Consoles and Accessories (35% of Gen Z shoppers) — PlayStation 5, Xbox Series X, and Nintendo Switch bundles see average discounts of 20–30%, with popular accessories like elite controllers and gaming headsets discounted up to 40%.
- Wireless Earbuds and Headphones — AirPods Pro, Sony WF-1000XM5, and Beats Studio Buds typically drop 25–35% in price.
- Smartphone Accessories and Cases — MagSafe accessories, LED phone cases, and portable chargers with 40–50% discounts.
- Gaming Laptops and Monitors — Mid-range gaming laptops see $300–500 price drops, while 27-inch gaming monitors can be 45% off.
- Smart Home Devices for Dorm Rooms — Echo Dots, smart LED strips, and mini projectors often bundled with 50% savings.
What makes Gen Z unique is their focus on products that enhance their digital lifestyle. They're not just buying tech—they're investing in their online presence and gaming setups. The Black Friday gaming deals Gen Z pursues often include subscription services like Xbox Game Pass, PlayStation Plus, and Discord Nitro, which typically offer 3–6 month promotional pricing during Black Friday.
Fashion and Self-Expression Items Gen Z Can't Resist
- Streetwear and Limited Edition Sneakers — Nike, Adidas, and New Balance collaborations see 20–30% discounts, with exclusive colorways releasing specifically for Black Friday.
- Beauty and Skincare Products — K-beauty brands, The Ordinary, and CeraVe sets offering 40% off, plus influencer-endorsed makeup palettes.
- Sustainable Fashion Brands — Reformation, Everlane, and Patagonia items at rare 25–30% discounts.
- Creator Merchandise and Collectibles — YouTuber merch, anime figures, and pop culture collectibles with exclusive Black Friday designs.
- Subscription Services — Spotify, Netflix, Adobe Creative Cloud student discounts, and streaming bundles offering 3–6 months free.
The influence of social media on what Gen Z buys on Black Friday cannot be overstated. TikTok's #BlackFridayFinds hashtag generated over 2.3 billion views in 2023, directly influencing purchasing decisions. Gen Z shoppers report that 73% of their Black Friday purchases were items they first discovered on social media platforms.
Millennial Black Friday Shopping List: Balancing Life and Budget
Home and Lifestyle Upgrades Millennials Prioritize
Millennials approach Black Friday with a practical mindset, focusing on items that improve their quality of life while maximizing value. Your millennial Black Friday purchases likely reflect the life stage of establishing homes, growing families, and investing in long-term comfort. This generation's average Black Friday spending of $430 is strategically allocated across categories that offer the best return on investment.
Millennials' Top 5 Home and Lifestyle Purchases:
- Kitchen Appliances and Coffee Makers — Instant Pot, Ninja Foodi, and Nespresso machines with 35–50% discounts; high-end blenders like Vitamix with $100–150 off.
- Home Office Equipment and Furniture — Standing desks, ergonomic chairs, and dual-monitor setups averaging 40% savings.
- Smart Home Security Systems — Ring doorbells, Arlo cameras, and SimpliSafe packages bundled at 45–60% off.
- Fitness Equipment and Wearables — Peloton accessories, Apple Watch, and Fitbit devices with $50–100 price drops.
- Premium Bedding and Mattresses — Casper, Purple, and Tempur-Pedic offering $300–500 off; luxury sheet sets at 40–50% discounts.
What sets millennials apart in their Black Friday shopping trends is their extensive use of technology to maximize savings. They're champions of price comparison, with 82% using apps like Honey, Rakuten, and Capital One Shopping. Millennials also lead in Buy Now, Pay Later (BNPL) usage, with 47% using services like Afterpay and Klarna for Black Friday purchases over $200.
Experience-Based and Practical Purchases for Busy Millennials
Millennials' Top 5 Experience and Practical Purchases:
- Travel Accessories and Luggage — Away, Samsonite, and organizers at 30–40% off.
- Subscription Boxes and Services — HelloFresh, Blue Apron, MasterClass, and wine clubs with 50–60% off first orders.
- Pet Supplies and Accessories — Automatic feeders, GPS trackers, and premium pet beds with 35–45% savings.
- Wellness and Self-Care Products — Theragun massagers, essential oil diffusers, and weighted blankets at 30–40% discounts.
- Children's Educational Toys — STEM kits, Montessori toys, and tablets for kids with educational app bundles at 25–35% off.
PatPat knows that millennial parents are especially strategic during Black Friday, often purchasing children's clothing in multiple sizes to last the entire year. This forward-thinking approach to what millennials buy on Black Friday helps families save an average of $650 annually on children's essentials.
Gen X Power Shopping: Strategic Purchases for Family and Future
Quality Electronics and Appliances Gen X Invests In
Generation X brings decades of Black Friday experience to their shopping strategy, focusing on high-quality, long-lasting purchases that benefit the entire household. Your Gen X Black Friday deals typically involve significant investments in home infrastructure and technology upgrades that will serve your family for years.
Gen X's Top 5 Electronics and Appliance Purchases:
- Large Appliances — Refrigerators, washers, and dryers with $400–800 savings plus delivery and installation.
- Premium TVs and Sound Systems — 65–75" OLED TVs and soundbars with 35–45% discounts.
- Laptops and Tablets for Work — MacBook Pro, Surface Pro, ThinkPad with $200–400 reductions.
- High-End Kitchen Gadgets — KitchenAid mixers, Breville espresso machines, All-Clad cookware at 40–50% off.
- Power Tools and Outdoor Equipment — DeWalt, Milwaukee, Makita tool sets; seasonal 30–40% discounts.
Gen X shoppers demonstrate remarkable brand loyalty during Black Friday, with 78% returning to retailers where they've had positive experiences. They value warranties and customer service highly, often choosing slightly more expensive options from trusted retailers over deeper discounts from unknown sources.
Family-Focused and Investment Purchases
Gen X's Top 5 Family and Investment Purchases:
- Children's Electronics for Education — iPads, Chromebooks, educational software bundles.
- Home Improvement Materials — Flooring, paint, bathroom fixtures with contractor-grade discounts.
- Luxury Watches and Jewelry — Tag Heuer, Omega, diamond jewelry with financing options.
- Exercise Equipment for Home Gyms — Bowflex, NordicTrack, free weights with assembly offers.
- Investment Pieces — Leather furniture, original artwork, and collectibles.
For tracking retail trends and spending patterns, the U.S. Census Bureau provides comprehensive monthly retail data.
Baby Boomer Black Friday Traditions: Quality Over Quantity
Premium Home and Comfort Investments
Baby Boomers approach Black Friday with decades of shopping wisdom, prioritizing quality, comfort, and American-made products. With an average spend of $290, Boomers are selective but decisive in their purchases.
Baby Boomers' Top 5 Home and Comfort Purchases:
- High-End Mattresses and Adjustable Beds — Tempur-Pedic, Sleep Number, and adjustable bases with $500–1000 discounts and white-glove delivery.
- Premium Kitchen Appliances — Sub-Zero, Viking, Wolf at rare 20–25% discounts with extended warranties.
- Luxury Travel Packages — Cruises, all-inclusive resorts, guided tours with early-bird pricing.
- Health and Medical Devices — Blood pressure monitors, CPAP machines, mobility aids.
- Garden and Outdoor Furniture — Patio sets, grills, landscaping equipment with 40–50% discounts.
Baby Boomers show strong preference for in-store shopping during Black Friday (62%). They value the ability to see and touch products, speak with knowledgeable sales staff, and negotiate perks like free delivery and extended warranties.
Gift-Giving and Legacy Purchases
Baby Boomers' Top 5 Gift and Legacy Purchases:
- Grandchildren's Gifts and Toys — Educational toys, bikes, gaming systems.
- Fine Jewelry and Watches — Rolex, estate jewelry with authentication.
- Home Security Systems — ADT, Vivint, medical alert systems with waived fees.
- Hobby and Craft Supplies — Sewing machines, woodworking tools, art supplies.
- Wine and Gourmet Food Gifts — Wine club memberships, specialty baskets.
What's notable about traditional Black Friday shoppers like Baby Boomers is their emphasis on customer service and relationships. They're three times more likely than younger generations to shop at stores where they know staff by name.
Family Shopping Dynamics: What Parents Really Buy on Black Friday
Essential Family Purchases That Save Hundreds
When you're shopping for a family on Black Friday, strategy becomes essential. Parents have mastered the art of Black Friday shopping for families, turning this one day into an opportunity to secure necessities for the entire year ahead.
Top 5 Essential Family Purchases:
- Children's Clothing for the Entire Year — Buying 2–3 sizes up at 50–70% off.
- Educational Toys and STEM Kits — LEGO, coding robots, science sets at 35–45% off.
- Family Entertainment Systems — Consoles, streaming devices, family-friendly games at 30–40% savings.
- Bulk Household Essentials — Extra 20–30% at warehouse clubs on bulk items.
- School Supplies and Electronics — Chromebooks, backpacks at back-to-school pricing.
Family Shopping Statistics:
- Families with children spend 47% more on Black Friday than non-parents.
- 73% of parents start shopping online at midnight to avoid bringing children to stores.
- Average family saves $950 on annual purchases by buying during Black Friday.
- Parents purchase an average of 18 different items across 6 categories.
Strategic Timing for Different Family Needs
Top 5 Strategic Family Purchases:
- Baby Gear and Nursery Items — Cribs, car seats, strollers at 40–50% off.
- Sports Equipment for Kids — Bikes, scooters, hoops at 35–45% off.
- Family Vacation Bookings — Theme parks, resorts, flights with exclusive rates.
- Holiday Decorations and Gifts — Trees, décor, gift sets at 40–60% off.
- Emergency Preparedness Items — Generators, first aid, emergency food at 25–35% off.
Successful Black Friday shopping with kids includes shopping in shifts, using curbside pickup, and having backup plans for high-demand items.
Specialty Shopper Segments: Tech Enthusiasts, Luxury Buyers, and Budget Hawks
Tech Enthusiasts' Black Friday Holy Grail Items
If you're a tech enthusiast, Black Friday represents the Super Bowl of shopping. The tech enthusiast Black Friday guide reveals that this segment spends an average of $850 on Black Friday, the highest of any specialty group.
| Tech Category | Top Products | Average Discount | Best Time to Buy |
|---|---|---|---|
| Smartphones | iPhone 15 Pro, Samsung Galaxy S24, Google Pixel 8 | $200–400 off or gift cards | Online: 12 AM EST |
| Graphics Cards | NVIDIA RTX 4080, AMD Radeon RX 7900 | 15–25% | Newegg flash sales |
| Smart Home | Complete Alexa/Google ecosystems | 40–50% bundles | Throughout the day |
| Creative Tools | Adobe Suite, Final Cut, Wacom tablets | 30–40% | Direct from vendors |
| Early Adopter | VR headsets, drones, smart glasses | 20–30% | Lightning deals |
Luxury Shoppers vs Budget-Conscious Buyers
The contrast between luxury and budget shoppers during Black Friday reveals two different approaches. Industry analysts at Deloitte track these evolving retail patterns and preferences.
Luxury Shopping Strategy
- Designer Fashion and Accessories: Department stores with 25–30% off.
- Premium Beauty Sets: La Mer, Tom Ford, Charlotte Tilbury gift sets.
- High-End Home Decor: Williams-Sonoma, Restoration Hardware at 20–30% off.
- Luxury Experiences: Spa packages, private shopping appointments, concierge services.
Budget Shopping Strategy
- Stack Coupons and Cashback: Combine coupons, promos, and cashback apps.
- Price Match Guarantees: Use policies to get the lowest price.
- Clearance Plus Black Friday: Add BF discounts to already-reduced items.
- Generic Alternatives: Store brands at 60–70% savings.
Data-Driven Shopping Tips: Maximize Your Black Friday Success
Timing Your Purchases by Product Category
Success in Black Friday shopping isn't just about finding deals—it's about knowing precisely when to shop for maximum savings.
| Product Category | Best Shopping Time | Peak Discount Period | Inventory Risk |
|---|---|---|---|
| Electronics | 12 AM–3 AM EST online | First 6 hours | High |
| Clothing & Fashion | 6 AM–10 AM | All day | Low |
| Home Goods | 10 AM–2 PM | Afternoon | Medium |
| Toys | Midnight online | Doorbusters only | Very High |
| Appliances | Early morning in-store | Opening hours | Low |
Your Black Friday strategy should account for these timing patterns. Electronics shoppers who begin at midnight secure 78% of doorbuster deals, while those starting at 6 AM find only 34% still available. Clothing maintains steady discounts throughout the day, ideal for afternoon shopping when crowds thin.
PatPat recommends creating a prioritized shopping schedule based on inventory risk. Start with limited-quantity, high-demand items like gaming consoles and popular toys, then move to categories with deeper inventory like clothing and home goods.
Advanced Strategies Used by Smart Shoppers
The most successful Black Friday shoppers employ sophisticated techniques that go beyond simple deal-hunting.
Pro Shopping Strategies:
- Price Tracking Setup: Keepa (Amazon), Honey (general), CamelCamelCamel (history). Set alerts 30 days before Black Friday.
- Credit Card Optimization: Use 5% category cards, price protection, extended warranty; stack with portals for 10–15% total cashback.
- Store Loyalty Stacking: Join loyalty programs early; combine member discounts with BF sales.
- Return Policy Mastery: Map return windows; many extend to Jan 31 for November purchases.
- Social Media Deal Hunting: Follow brands for flash sales; join groups/Discords for real-time alerts.
Frequently Asked Questions About Black Friday Shopping
What is the #1 most purchased item on Black Friday across all demographics?
Electronics, particularly TVs and laptops, consistently rank as the #1 category, accounting for ~40% of sales. In 2023, 65-inch smart TVs averaged ~45% off.
Which age group spends the most money on Black Friday?
Millennials (28–43) spend the most, averaging $430 per person in 2023, followed by Gen X ($385), Gen Z ($325), and Baby Boomers ($290).
Are Black Friday deals actually better than regular sales?
Yes—electronics often see 20–50% deeper discounts than regular promos; appliances average ~35% off; toys hit annual lows with 40–60% discounts.
What time do most successful Black Friday shoppers start?
Online winners typically start between midnight and 3 AM EST (doorbusters often 78% sold by 6 AM). In-store: arrive 30 minutes before opening.
Should families shop online or in-store on Black Friday?
Families tend to save more online (~35% vs ~28% in-store) and avoid childcare/parking/crowds. In-store offers immediate pickup for bulky items.
What mistakes do first-time Black Friday shoppers make most often?
Not researching baseline prices, ignoring return policies/final sale flags, and failing to compare total costs (shipping, taxes, warranties).
How much earlier do retailers start Black Friday sales each year?
“Early Black Friday” now starts up to 6 weeks ahead. In 2024, ~45% of retailers launched by Oct 15 (vs ~12% in 2019).
Which payment method offers the best Black Friday protection?
Credit cards: purchase protection, extended warranties, dispute rights, and category cashback. Avoid debit cards for online purchases.
Conclusion: Your Black Friday Success Starts Now
You've just discovered the comprehensive playbook for Black Friday success across every demographic group. From Gen Z's tech-focused approach to Baby Boomers' quality investments, understanding these trends gives you a significant advantage in scoring the best deals while avoiding common pitfalls.
Start preparing now: create a prioritized list, set price alerts, join loyalty programs, and map your schedule to inventory risk. Treat Black Friday as a strategic event, not a spontaneous spree, and you can save 50–70% on total purchases.
Get Exclusive Early Access to Our Black Friday Clothes Deals!
Sign up to receive personalized alerts, early access to doorbuster offers, and our ultimate Black Friday shopping guide. PatPat members enjoy an average of 50% more savings on family outfits, pajamas, and more.
Shop Black Friday Clothes Now!
See you in the savings aisle—fully prepared with the best Black Friday clothes for your whole family.
